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Data usage policy: wild data project

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About this policy

PlaceBuilder ( is a website owned by The Future Fox Ltd, which is a company registered in England and Wales. Our mission is to accelerate the development of smart, sustainable, and people-focused places, and we do this by making it easy for anyone to influence planning decisions. 

This is our Social Insights project: Data Collection and Storage Policy going into effect on the 8th February 2022. This project seeks to determine insights relevant to council services delivered by South Cambridgeshire and Cambridge City through the analysis of social media data.

This Policy explains what data we might collect, how it's used and how it's protected.

The project

Who is responsible for the processing of personal data?

The Future Fox is the Data Processor and is responsible for the processing of personal data obtained through our website ( in accordance with the UK General Data Protection Regulation (GDPR) and other applicable laws and regulations. Cambridge City Council and South Cambridgeshire District Council are the joint Data Controllers for this project and its relevant data, and determine how and why your personal data is processed by The Future Fox.

Data we collect 

  • Data from third parties: We collect anonymised data from certain third parties and process this data to uncover insights relating to local issues identified by our clients. This data includes:

    • Comments, and interactions (likes, retweets), made on Twitter, where the user has consented to sharing their data with third parties. 

    • Inferred demographic data, which cannot be used to identify individual users.

    • Inferred geographic data, which cannot be used to identify individual users. 

We work with third parties who are individually registered with the ICO (Meltwater, Audiense, and Clash Digital) to curate this data for our analysis purposes. The data is pseudonymised for analysis (processing) by them. The data is anonymised for analysis (processing) by us. 

We do not collect, process, or store individual users’ demographic or geographic data unless it is provided by directly to us with explicit consent.

Legal basis: Third party consent of the user, which is verified by the relevant Data Processors. Processing of this data is carried out on the basis of conducting a public task.


3.3 What we do with data

The data we collect is analysed by us and will be considered by the client. To do this, we will share the data and analyses with the client.


We will not use personal data for any other purpose.


We will not:

sell personal data to third parties

share personal data with third parties for marketing purposes




  • Essential cookies that we have on the site:

    • Session identifier (non-tracking cookie which generates an anonymous session ID)

    • Anti-CSRF cookie to prevent attacks

    • Javascript API cookies to determine selection of privacy rules

  • Analytical and performance cookie: we use third-party services Google Analytics and HotJar to collect information on how users access and use the site. Google Analytics and HotJar use analytical HTTP cookies to remember what a user has done on previous pages / interactions with the website. Hotjar temporarily stores IP addresses. This data collection step is optional. We cannot access any personal data from these services.


Storage period


All our personal data is stored in the UK for a maximum duration of 24 months unless otherwise required by the Data Controller, except for Google Analytics data which is stored for a maximum of 38 months.

The storage period of personal data processed using social media pixels is determined by the relevant social media platforms. 

We will store the name and email address of people who have signed up to the notification service until the end of the contract, before sharing this data with the client if required. People can unsubscribe at any point though the link provided in the notification email and their name and email address will be deleted. 


Your rights

You have a right of access to any personal data we hold about you, by making a Subject Access Request (SAR) to our contact email below.

You have the right to request:

  • information about how your personal data is processed

  • a copy of any personal data you've given to us

  • that anything inaccurate in your personal data is corrected immediately

  • that any incomplete personal data is completed - you can do this by sending us a 'supplementary statement' that explains what's wrong with the data we've collected

  • that your personal data is deleted if there's no longer a reason for us to hold it

  • that the processing of your personal data is restricted in certain circumstances, for example if we've collected inaccurate information

Find out more about your rights on the Information Commissioner's website.

Changes to this Policy

We may change this policy. In that case, the 'last updated' date at the bottom of this page will change. Any changes to this privacy notice will apply to you and your data as of that date.

We encourage you to review this privacy notice regularly to find out how we are protecting your data.

Contacting us 

For questions about this privacy notice or the practices of the website, you can contact:


If you feel we have been unable, or unwilling, to resolve your information rights, you have the right to lodge a complaint with the Information Commissioner's Office (ICO). The ICO are the supervisory authority responsible for data protection in the UK.

For further information, including independent data protection advice and information in relation to your rights, you can contact the Information Commissioner at:

The Information Commissioner

Wycliffe House

Water Lane




Tel: 08456 30 60 60


You can also report any concerns here:

Case study: About Us
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